5th grade girls holding hands
bancroft school type logo
young students playing in dirt at recess

Client Profile

Bancroft School is a private, preK-12 school located in Worcester, Massachusetts. Students enjoy an open campus and laboratory-style classroom environments where individuality, creativity and character development are the foundations for learning. Bancroft’s motto is “Own Your Learning” which speaks to encouraging children to discover their passion in life and to learn to embrace confidently and responsibly the moral and ethical challenges of being lifelong learners, teachers of others, and citizens of an increasingly complex global community.

We've run several successful digital media campaigns with Richardson Media Group to promote our admissions open houses and general recruitment goals. Due to the pandemic, our events have gone 100% virtual. The team at RMG has helped us pivot our messaging, campaign landing pages and advertising strategy to meet today's unique challenges. We continue to see strong registrations for our open house events and have sustained healthy recruitment numbers thanks to their expertise and guidance.

- Dan Mercurio, Director of Marketing & Communications
Agency Partners

Creative deliverables for Bancroft School are produced thanks to our partnerships with kor group and 3Thought Creative.

Campaign Objectives

With COVID-19 concerns top of mind, all admissions open houses and campus tours are now virtual creating new challenges for the Bancroft admissions team. Our media recommendations are designed to drive traffic to dedicated campaign landing pages where visitors will fill out a website form for event registrations and admissions inquiries.

Media Plan

Using a combination of awareness and conversion tactics, we’ve blended digital media such as Google Ads with Facebook, Instagram, and Retargeting to promote the open house events and drive traffic to a dedicated campaign landing page that offers prospective visitors the chance to complete a sign up form that speaks directly to the school’s CRM (Customer Relationship Management) system. We also purchased a print ad in the Boston Globe Magazine’s annual Private School Directory. Bancroft adds to the mix with organic social media posts to add frequency of exposure to our paid efforts.

Bancroft Media Mix Pie Chart
Campaign Results

To date, virtual open house attendance numbers have increased over the year prior and general admissions inquiries are also looking strong.